What began with thirteen brands sold via thirteenlune.com has grown to over 160+, space in 600 JCPenney stores nationwide and now a stunning new flagship location in LA.
By Melissa Magsaysay
On May 5th, thirteen lune opened its first stand alone retail location that brings to life the beauty of inclusion in a highly curated space where BIPOC-owned beauty brands are amplified and ripe for discovery.
Housed in a 1700-square foot space and highlighting over 100 brands, the store is nestled at a prime location in the heart of Larchmont Village. Adhering to thirteen lune’s 90:10 rule; 90 percent of brands carried will always be BIPOC founded and 10 percent are ally brands who have historically been inclusive in their product assortment and culture.
The store features bold metallic finishes alongside an inviting lounge area and includes six brands-in-residence, meant to act as independent retail experiences. Initial brands-in-residence include: Pattern by Tracee Ellis Ross, CTZN, Ranu, Inala and By Rosie Jane. The unique, experiential retail model of the new flagship store allows for deeper, more meaningful discovery that supports and uplifts the community, driving diversity and inclusivity from every standpoint.
To complement the collection of beauty, fragrance and lifestyle offerings, thirteen lune will feature salon and studio offerings within the store including, a brow bar by Damōne Roberts, international beauty expert and Hollywood's “Eyebrow King”, and an outpost for actress and florist Abigail Spencer’s brand, County Line Florals.
“At the thirteen lune store, you can fall into a world of new beauty that's diverse, exciting and different,” says John Frierson, head of corporate strategy at thirteen lune. “We have new-to-the-world micro brands sitting with big global brands, we have brand owners in the store every week talking directly to our community, and of course we will be having tons of community events.”
The store brings to life how beauty can drive community and be a vehicle for change. Through a plethora of unique in-store offerings, interactive events, exclusive product and hub of discovery, the store is unlike anything Larchmont Blvd or Los Angeles for that matter, has seen. The space is where people can gather to celebrate, find their new favorite brand and of course, buy a new lipstick, fragrance, face mask and more.
“Our hope for this space is to encourage consumers to explore potentially undiscovered brands.” Says thirteen lune Co-Founder, Nyakio Grieco., “And really step into the world of thirteen lune and the community we've created.” 
